Residents Perception of the Role of Local Cuisine as a Tourism Product in Destination Marketing

Abstract

The main purpose of the study was to find out the role of local cuisine as a marketing tool in tourism destination promotion. It also aimed to find out the possible marketing strategies to include local cuisine in destination promotion. A structured questionnaire was used to collect data from 500 respondents residing in Karnataka, India. The independent t-test was used to find out the promotional strategies and marketing tools which can influence resident’s decision to travel. The study found out that promotion of specialty restaurant and eating places, launching of regional food festival and export of local food products can be the possible marketing strategies to enhance the destination image. The results of this study offer practical suggestions to destination and the tourism suppliers looking to develop positioning and marketing strategies for Karnataka Tourism. The study throws the light on how local cuisine can be used as marketing tool to promote or enhances the tourist destination image. If used properly, the local cuisine could become the effective marketing tool.

Keywords: Culinary Tourism, Destination Image, Food Tourism, Food Festival, Marketing Strategies

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